The Online Features Driving Consumers to Shop With Brands, Retailers or Marketplaces

Gen Z Preference for Shopping Brands’ Sites Presents a $72B Opportunity

Online marketplaces, retailer sites and brand sites are fighting to be consumers’ preferred channel — and brand sites are winning with Gen Z: 43% of these younger consumers prefer shopping on brands’ sites, a rate 53% higher than the average consumer, according to PYMNTS Intelligence’s latest study of 3,521 U.S. consumers, “The Online Features Driving Consumers to Shop With Brands, Retailers or Marketplaces,” a collaboration with Adobe.

Inside the January Study
  • 28%: Portion of consumers who probably or definitely prefer shopping on a brand’s site
  • 72%: Share of consumers who say they are highly satisfied when shopping from a brand’s site
  • 66%: Portion of consumers who cite free shipping as a key determinant of their loyalty to a shopping channel

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